OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Intelligence & Planning is 11. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2022-08-01 to 2026-08-01.)

Article	Citations
All about Social Coupons! Evolution, Review and Research Directions	82
Predicting households’ attitudes and product adoption intentions	75
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	72
Sponsorships and branding: a social impact theory perspective	72
Capitalization of high-exposure risk events: long-term effects of natural gas pipeline incidents on US property values	69
Business ties and effectuation for radical innovation in small firms: the moderating role of competitive aggressiveness	68
Does greenwashing hinder employees’ brand citizenship behavior?	63
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	55
SDG reporting: an analysis of corporate sustainability leaders	52
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	52
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	50
A green step forward: the role of green marketing in nurturing green customer loyalty	50
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	49
Alleviating the interaction distrust of AI services: the moderating effect of sustainable development orientation	49
Role of product advantage in shaping product outcome: a hybrid review	48
Meta-analytic insights into AI chatbots adoption in the service industry: uncovering dynamics and contextual insights using a meta-SEM approach	43
Brand value co-creation and transaction costs in private label relationships	43
Optimizing marketing strategy: a video analysis approach	42
Permission marketing: a systematic review of 22 Years of research	41
Managing channel conflicts: how do expert power and reward power contribute?	35
Internal marketing: a systematic literature review and research agendas	34
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	32
Channel quality competition and hybrid contract strategies in multichannel retail supply chains	32
Consumer reactions to attacks against cherished brands	30
Gifting a warm-glow effect: how identity influences charitable gifting	29

The retail long game: expanded service or extended return?	29
How do cultural orientations impact organic product purchases?	28
An exploration of the role of stigma in socially responsible gift giving	28
Are social media marketing activities reaping benefits for brands? The moderating role of education	27
Consumer discrimination in service recovery situations	26
Uncorking opportunities: a bibliometric review of wine marketing literature	25
Retraction notice: Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics	25
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	25
A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	25
Is one health product choice enough to maintain good health? The role of choice sets as a driver of consumer sequential health choices	24
The role of product scarcity on display incompleteness	24
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products	24
Mergers and acquisitions success: examining customer loyalty	23
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	23
Influencing mechanism of cross-boundary cooperation of time-honored brands on brand trust in the digital era1	23
Effect of consumption values on consumer behavior: a Meta-analysis	23
Meta-analysis of augmented reality marketing	22
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach	22
Enhancing relationship strategies with the live stream influencers	21
Discontinuance decision: the impact of critical events and an undefined strategy on social media abandonment	21
Building followers’ loyalty in social commerce: influencers’ perspectives and theoretical insights from social presence and media richness theory	21
Channel integration in grocery retailers via mobile applications	21
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach	20
Exploring third-party’s brand rankings from consumers’ persuasion knowledge	20
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns	20
AI social-appraisal support: effect on adoption intention and value co-creation	20
The direct and interactive effects of justice on channel performance	19
Modelling the traits of consumer resilience: implications to emerging markets	18
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective	18
More than words: does AIGC matter in tourism planning?	18
Marketing affordance of social media for product innovation: the role of organizational structures	18
Dealing with demarketing of branded products on social media platforms	18
Unveiling the impact of chatbot characteristics on customer experience and customer immunity under technological readiness	17
Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit	17
Did you find this review helpful?	16
How the time of day impacts social media advertising outcomes on consumers	16
Should SMEs diversify their global destinations? The role of market insights and digital transformation	16
Service presentness in enhancing services interaction flow	16
Seeking homogeneity or heterogeneity? The impact of CSR differentiation on consumer brand advocacy	16
A roadmap of retargeting campaigns for SMEs: a case study	16
Examining the intention-behavior gap in consumer switching: the moderating role of switching costs	15
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers	15
Investigating the responses of bystanding customers to loyalty programs: a moderated-mediation model	15
How corporate social responsibility affects brand equity: the mediating role of customer engagement and the moderating role of brand innovativeness	14
Effect of message types on customer engagement behavior with online grocery retail brands on Instagram	14
Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being	14
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers	13
Tangled in influence: uncovering brand challenges in online influencer marketing through integrated marketing communications and grey influence analysis	13
Minimizing the negative impact of brand deletion	13
Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants	13

Experiential marketing: systematic review and future research agenda	12
Whose customer is it anyway? Exploring firm power dynamics in consumer markets	12
Role of employee tenure in shaping the generation and consumption of online employee reviews	12
Service leniency: a dual logics perspective	12
The effects of salesperson involvement on training design: identifying necessary conditions for exceeding sales quota	12
The ethical landscape of immersive marketing: virtual and augmented reality in advertising	11
Is green the new gold? Green branding and its state-of-the-art	11
PromoCraft+: a human-in-the-loop framework for auditing AI-generated insurance promotions	11
Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement	11
Enhancing effectiveness of public service advertisements: the role of mortality salience and negative message framing	11